New Delhi, Dec. 31 -- Though music television network MTV shut down five of its dedicated music channels globally this year, in India, it had already diversified away from pure music to youth-driven, urban programming and live entertainment experiences.

That pivot, however, reflects a broader challenge. The steady erosion of viewership for English-language, urban-centric, and niche TV categories has meant that youth-focused brands have had to reassess their media strategies, reallocate spending from TV to creator collaborations, short-form video storytelling, and influencer-led activations.

While English-language channels accounted for just 3-5% of the overall TV advertising pie, the affluent audiences they reached are not easily access...